Ronald Daniel Ricaforte Mascarinas

President & General Manager

Bounty Agro Ventures, Inc. (BAVI)

2018

Outstanding Leaders in Asia

Ronald Daniel Ricaforte Mascarinas

Outstanding Leaders in Asia

2018

President & General Manager

Bounty Agro Ventures, Inc. (BAVI)

RONALD DANIEL RICAFORTE MASCARIŇAS

No Chickening Out

The Role of reputation, ethics and fair business relationships

Bounty Agro Ventures, Inc. (BAVI) is a poultry integrator company based in the Philippines and a member of the Bounty Fresh Group of Companies. Incorporated in 1997, BAVI was initially established as a poultry integrator company operating in Cebu and Davao, carrying the Bounty Fresh brand. BAVI is presently ranked 207th among the top 1,000 corporations in the Philippines. Together with sister company Bounty Fresh Food, Inc., the company carries the Bounty Fresh brand to the entire archipelago.

By 2002 the company launched its operations nationwide as a poultry integrator covering provincial Luzon, and the whole Visayas and Mindanao. It embarked on a program to modernize operational capability and market expansion, led by the current President and General Manager, Ronald R. Mascariñas.
BAVI has a nationwide business network with branches in key cities and distributorships across the Philippines. The company is fully supported by hundreds of broiler contract farms, dozens of hatcheries, feed mills, poultry processing plants and processed meats plants. These facilities are closely supervised and monitored, creating a highly efficient supply chain in poultry integration, which has consistently earned Triple A ratings by the National Meat Inspection Service for cleanliness.

Like many industry leaders, the company has seen its fair share of challenges. The implementation of the Asean Free Trade Agreement led to an open the market which led to cheaper imports. Faced with thin margins and fierce competition, the company faced a dire threat to their existence. BAVI, under Mascarinas’s leadership, undertook bold measures to diversify their operations, and launched its own retail operation and developed a complementing range of cooked chicken and dressed chicken products. In 2009 BAVI launched its oven roasted chicken business under the trade name “Chooks To Go”, completing the integration cycle of poultry operations, from the farm to the dinner table. It owns three food store brands: Uling Roasters, Reyal and Maro food stores. It has set itself apart from the industry by being the first and only poultry integrator to offer antibiotic-free chicken. Today BAVI is the country’s number one poultry integrator, and largest rotisserie chicken chain, with close to 2,000 rotisserie stores nationwide – an unprecedented achievement by any other company.
“These challenges affirmed my perspective of the importance of a good reputation founded on ethical and fair business relationships; and the paramount importance of competent and trustworthy people in the organization working as a team,” says Mascariñas. He sees the keys to the company’s success in the trinity of Vision, People and Training.

This hands-on visionary believes that leading means getting alongside a person: teaching, guiding, even hand-holding (if needed), encouraging their progress and instilling discipline.

Through his direct initiative, BAVI is the only poultry company with a dedicated training and development department, which is staffed by full-time trainers and headed by a manager. To date, they have developed 14 modules for soft skills and operation training for its 900 employees. Personal development programs such as the “7 Habits of Highly Effective People” are conducted in-house by the company’s own licensed facilitators. Supervisory and Senior Management undergo Performance Oriented Leadership Programs and Executive Leadership programs. In addition, the company invests in high potential staff by offering scholarships to formal studies such as MBAs and other specialized/professional courses.

BAVI Corporate Social Responsibilities are focused on socio-cultural and health aspects. They conduct social values seminars eight times a month in various communities and government units, and regularly organize blood donation, tree planting campaigns, community clean-up and feeding programs.

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